MasterCard Mobile Point-of-Sale AN ACQUIRER’S GUIDE TO MERCHANT SUCCESS ©2015 MasterCard. All rights reserved. CONTENTS HOW TO USE THIS GUIDE This table CONTENTS 2 of contents is interactive. Click on any section and jump to its page INTRODUCTION 3 in this document. To return to this page, click on the MasterCard logo DEFINING OBJECTIVES 5 at the bottom of any page. IDENTIFYING TARGET MERCHANTS 6 SELECTING A SOLUTION 7 DEVELOPING A MARKETING STRATEGY 12 CREATING THE PACKAGING 13 DISTRIBUTING THE SOLUTION 14 DEVELOPING THE SALES STRATEGY 16 LAUNCHING THE SOLUTION 17 ONBOARDING MERCHANTS 18 DRIVING ACTIVATION AND USAGE 19 PROVIDING SUPPORT 20 MEASURING SUCCESS 21 WHY MASTERCARD 22 ©2015 MasterCard. All rights reserved. 2 INTRODUCTION Accepting card payments has never been safer, simpler or smarter IN THIS SECTION Mobile devices are increasingly being used by 1. Acquisition Strategies all types of merchants as point-of-sale terminals, and MasterCard’s Mobile Point-of-Sale (Mobile POS) 2. Advantages Program helps acquirers to capitalize on this trend. Mobile POS solutions allow merchants of all sizes, including door-to-door salespeople, small businesses 3. Audiences and large retailers, to easily accept MasterCard and / or Maestro payments via their mobile device. This guide recommends actions and best practices for acquiring new merchants and effectively promoting card payments—paving the way for an increase in electronic transactions that are safe, simple and secure. ©2015 MasterCard. All rights reserved. 3 Making the most of Mobile Point-of-Sale solutions This guide helps identify the right questions to ask and also provides answers and includes additional information to help with the implementation of the selected Mobile POS solution. ACQUISITION STRATEGIES MasterCard’s goal is to AUDIENCES Mobile POS solutions appeal to a broad provide the guidelines that enable the launch of range of merchants, including those that: successful merchant acquisition strategies, looking • Previously were unable to accept card payments beyond the selection of a Mobile POS solution and can now use their own mobile phone to provider to: become a new MasterCard merchant. • Identify target merchants • Already accept cards but find the cost of purpose- • Create a marketing and distribution plan built POS devices too high to allow for profitable • Establish activation and ongoing usage metrics card acceptance and are attracted to the ease • Provide merchant support of use, and simplified cost model; e.g., small merchants with low or seasonal retail volume. ADVANTAGES Using a Mobile POS solution over • Need an alternative to landline communications a traditional, purpose-built POS terminal offers due to poor infrastructure or the mobile nature of merchants many advantages. the merchant’s business; e.g. field agents who sell • Lower total cost of ownership door to door, deliver goods to homes, or are always • Greater portability and ease-of-use on the move • Intuitive user interfaces for both the merchant • Already accept card payments such as large and consumer retailers wishing to transform their current POS • Flexible platforms provide merchants with environment and enhance the retail experience, inventory management, sales reporting, customer whether by line-busting or by offering product relationship management tools, and other look-ups and payment options throughout services. the store. ©2015 MasterCard. All rights reserved. 4 DEFINING OBJECTIVES Getting started Identifying your objectives, defining success and developing a measurement plan, with the right key performance indicators (KPIs), is crucial to selecting the correct Mobile POS solution and establishing a solid plan for implementation and deployment. It is important to set very specific goals and identify the exact metrics that will be used to evaluate your program’s success. Once the goals and metrics are set, a performance tracking and reporting process should be put in place. OBJECTIVE Begin by establishing your objective(s) in launching a EXAMPLE 1 Mobile POS solution. The acquirer’s objective is to leverage the new Mobile • Is it to increase your POS solution to increase merchant base by signing up client base? 2000 new merchants in the next 12 months. • Is it to cross-sell new products to existing clients? GROW MERCHANT BASE 2000 MERCHANTS 12 MONTHS • Is it to resolve issues with your current POS solution; i.e., is it too expensive, not portable or does it have a dated design? EXAMPLE 2 The acquirer’s objective is to leverage the new Mobile POS solution to increase merchant base by 10% in the METRICS & TIMING Set a time frame next 12 months. for achieving your objective(s) and establish which metrics are best GROW MERCHANT BASE 10% MERCHANT BASE 12 MONTHS for determining success. • Number of new merchants? • Specific volume? • Transactional target? EXAMPLE 3 The acquirer’s objective is to leverage the new Mobile POS solution to grow their processed volume by increasing acquired transactions by 10% in 12 months. GROW PROCESSED VOLUME 10% TRANSACTIONS 12 MONTHS ©2015 MasterCard. All rights reserved. 5 IDENTIFYING TARGET MERCHANTS Which merchants can best help you achieve your goals? Once your objectives have been established, it is essential to define the size of the addressable market, the nature of the target segment, and the unique needs of small merchants in the market in order to select an appropriate Mobile POS solution. Begin by identifying acceptance gaps in your market, then choose merchant categories to target that have high cash transaction frequency or little acceptance. It is important to then prioritize them to engage the most important categories first. Your objectives and KPIs should drive the types of merchants that you pursue. For instance, if the goal is to increase volume by 10%, then accordingly, merchant categories with larger average transaction volume (ATV) should be selected. A high number of merchants does not necessarily equate to a high average transaction volume. 1. Identify market An additional tactic could be to look at specific geographies within gaps to determine a market that are frequented by tourists and business travelers and ensure that those locations have card acceptance. Tourists will not merchant type. always have local currency and will often rely on card payments. Once the merchant target has been defined, (e.g., small 2. Select appropriate businesses), choose specific merchant categories to pursue (e.g., plumbers, taxis, doctors, etc.). In doing so, be sure to select merchant merchant categories. categories that are most aligned with achieving your strategic objectives. For example, among small businesses, choose high-volume 3. Enroll highly visible vendors such as home delivery, grocery stores and taxis, or those that specialize in high-value transactions, such as photographers, home merchants. repair contractors and educational services. Lastly, enroll merchants that have strong visibility and are most likely to encourage other merchant groups to adopt a Mobile POS solution. ©2015 MasterCard. All rights reserved. 6 SELECTING A SOLUTION Letting the relationship drive selection Prior to selecting a Mobile POS solution provider, it is important that acquirers consider whether they wish to own the merchant relationship, or whether they would prefer to outsource all merchant-related activities to an external provider. This will help narrow their selection to a Mobile POS solution provider that aligns with their business needs. As a second step acquirers should closely consider what features they require of a Mobile POS. Mobile POS solution providers can be divided into two primary business models: Payment Facilitator and Platform Provider. ©2015 MasterCard. All rights reserved. 7 Payment Facilitator PARTNER RELATIONSHIP A Mobile POS solution provider who offers a solution that includes hardware and software, and who owns the merchant relationship directly and settles funds to Merchant the merchant’s account. Examples include but are not limited to Square, iZettle, payleven and SumUp.1 Operating Model • Acquirer does not own merchant relationship; the payment facilitator does • Payment facilitator acts as the acquirer’s merchant and as a merchant aggregator Payment Facilitator • Payment facilitator supplies the Mobile POS solution (hardware and software), branded in their corporate colors and logo • Payment facilitator is responsible for marketing, sales, onboarding, risk management and support activities • Acquirer settles funds to the payment facilitator; the payment facilitator settles funds to each merchant individually Acquirer 1 Examples of payment facilitators registered in the MasterCard Mobile POS Program Payment Network ©2015 MasterCard. All rights reserved. 8 Platform Provider PARTNER RELATIONSHIP A Mobile POS provider who supplies a hardware and/or software solution and sells the platform to an acquirer, ISO or other party that distributes the solution and owns the merchant relationship. Merchant Examples include goSwiff, Miura Systems, Verifone and PAX Technology.1 Operating Model • Acquirer owns merchant relationship directly • Acquirer sources white label Mobile POS solution (hardware and/or software) from the platform provider Platform Provider • Acquirer can brand the Mobile POS solution in their corporate colors and their logo • Acquirer is responsible for marketing, sales, onboarding, risk management and support activities • Acquirer settles funds to each merchant individually 1 Examples of payment facilitators registered